Using Direct Mail? Here’s 3 Ways to Get Your Letter Opened

Your direct mail efforts can be increased by simply changing the design on your envelope. A powerful envelope can mean the difference between mediocre response and a response rate that is beyond normal. So in this article, we will take a look at how you can improve the response rate from your direct mail by simply changing the design of your envelope. Here’s the first tips for direct mail envelope success.

1) Order envelopes first

You should order your envelopes first before any other aspect of your direct mail campaign. Manufacturers can require a long wait time before they delivery your envelopes, so be sure to keep this in mind.

2) Consider eye flow pattern

There’s usually a typical pattern to how someone opens your envelope. They will start with the front of the envelope, then move to their name and address, then any teaser copy you have, then the corner of the envelope, the postage, and last – the recipient will turn the envelope over to see if anything is written on the back. With this information, you can do a few things to your advantage.

The first thing that you can do is use a real live stamp. Even if they don’t recognize who you are, they will more than likely open it due to the live stamp on the envelope. The live stamp makes the envelope seem personal, so this is why you should use it. The next thing you can do is hand address the envelope in blue ink.

When you hand address the envelope in blue ink, you take personalization to a new level. Your prospect will view this as a personal message and will open your letter right away. If you’re thinking it takes this much work to open an envelope, then you have no idea. Getting a prospect to open up your envelope is tough, which is why you have to pay careful attention to how you design it.

3) Use teaser copy

It may work to your advantage to use teaser copy on the envelope. Teaser copy is usually just a short blurb that will entice a reader to open up your envelope. Your teaser copy can be as general as “first class mail” or as specific as “open for your free gift today!” You will want to test which one is better for you when creating the teaser copy of your envelope.

You will also want to test multiple locations for the teaser copy of the envelope. Going back to tip number 2 above, you may find it useful to include teaser copy on the back of the envelope.

One last thing that you should know is that teaser copy works best for prospects at their home address rather than businesses. Secretaries usually will take your envelope and through it in the trash if they perceived it as advertising.

All 3 of these tips will allow you to have the direct mail success that you dream of. Direct mail doesn’t have to be hard and with the increased cost of postage today, it’s becoming more difficult for marketers to really market effectively with direct mail. But these tips will allow you to gain the upper hand that you need to have success. Good luck with your direct mail efforts.

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